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The signature Pantheon doors were flung open and Dallas was transported to Goodwood, the home of Rolls-Royce Motor Cars in West Sussex, England, through Rolls-Royce Motor Cars Dallas, an Avondale Dealerships showroom graced with discerning guests last month. They took in the brand’s newly reimagined showroom at 5300 Lemmon Avenue in Dallas.

Reflecting the latest visual identity of the brand, the showroom exudes sophistication, contemporary luxury, and creativity, while incorporating innovative digital technology with an inviting and relaxing interior design. Located in a prominent location in the heart of Dallas, Rolls-Royce Motor Cars Dallas now offers clients an immersive experience from the moment they step foot into the building: the front door is modelled on Rolls-Royce’s famous Pantheon grille and provides a discreet, tantalizing glimpse of what lies within. The doorway is topped by the marque’s iconic figurine, the Spirit of Ecstasy.

The celebration provided a unique opportunity to connect guests with the brand. Martin Fritsches, president & CEO of Rolls-Royce Motor Cars NA acknowledged the work of the premier team from Avondale Dealerships, including Kenneth L. Schnitzer, chairman of Avondale Dealerships; Hesham Elgaghil, president of Avondale Dealerships; and Kevin Chew, general manager of Rolls-Royce Motor Cars Dallas.

Avondale Dealerships also celebrated the brand’s partnership with Children’s Cancer Fund. Jennifer Arthur, executive director of the non-profit organization, was on-hand for the reception and the official opening of the new showroom. Avondale is pleased to support the work of Children’s Cancer Fund through its annual gala, which in April 2024 raised a record-breaking $2 million to champion children in their fight against cancer through strategic investments in research and care.

Other notable celebrity guests included Lee Bailey, a philanthropist and devotee of the Rolls-Royce brand; as well as Heidi Dillon, socialite and CEO of Distill Ventures; actress and philanthropist LeeAnne Locken; Chuck Steelman, chief customer and experience officer for Stanley Korshak; high-profile models Carlotta Lennox and Thomas Mullins; influencer Queyoun Makor; and luxury national journalist Kristin Shaw. Rolls-Royce collector Fred Cornwall generously lent incredible vintage Rolls-Royce vehicles from his personal collection for display, including a spectacular 1926 Rolls-Royce Silver Ghost Piccadilly Roadster.

Opening its doors to a hub of creativity and craft, on top of housing unrivalled motoring masterpieces, Rolls-Royce Motor Cars Dallas provides an experience tailored to the bespoke needs of the dealership’s most discerning clientele with meticulous attention to detail.  

“The design, ambiance, hospitality and professionalism is what makes the new Rolls-Royce Motor Cars Dallas a welcoming slice of England in the United States,” said Martin Fritsches, President & CEO of Rolls-Royce Motor Cars NA, as he addressed the gathered crowd. 

The new showroom exudes sophistication, contemporary luxury, and creativity, yet still recognizing the importance of heritage for the marque, with quotes from the founding fathers of the brand throughout the showroom. Each Rolls-Royce is unapologetically luxurious, synonymous with beauty and elegance, and a true design icon. Fittingly, each model rightfully enjoys its own dedicated space, framed, and is presented according to its distinctive personality and characteristics. Galleria digital screens further allow a channel of personality to surround each vehicle on display, including Spectre, the most intelligent and powerful Rolls-Royce the marque has ever envisioned; Cullinan, the first all-terrain SUV from Rolls-Royce; and other models for guests to explore.

At the heart of the showroom lies The Bespoke Commissioning Atelier, a sanctuary for clients seeking personalized experiences. Here, discerning patrons can explore myriad options to tailor their Rolls-Royce motor cars to their unique preferences and personalities, ensuring that each vehicle is a true reflection of its owner’s individuality. Housing some of the marque’s most exquisite examples of craftsmanship, this relaxed cocoon allows guests to select personalized surface finishes, wood veneers, leathers, embroidery threads and fabrics in a variety of vivacious hues. The surface-finish samples are presented in the familiar Rolls-Royce speed form shape, making it easy to imagine the almost endless two-tone color combinations; the leathers are rolled on wands with handles from Rolls-Royce’s famous umbrellas, while the veneers are shaped like the cross-section of an aero foil, recalling The Honorable Charles Rolls’ passion for aviation. This sensory-inspired room helps clients to envision their dream commission coming to life.

The new Rolls-Royce of Dallas showroom provides the optimum environment for an inspiring, engaging, and captivating experience for guests. The charm of Goodwood is felt in every space, including the Speakeasy, where guests relax and enjoy refreshments. A comfortable lounge offers a place to luxuriate and enjoy the distinct heritage of the brand along with friends or colleagues. The Cabinet of Curiosities, located in the lounge area, features intriguing pieces that inspire and spark conversations.

“It is our honor and pleasure at Avondale to open the doors to Rolls-Royce Motor Cars Dallas. As our guests stepped into our gateway to Goodwood, we felt privileged to provide a sense of history, bespoke craftsmanship, respect for detail, and unbridled innovation that is uniquely Rolls-Royce,” noted Hesham Elgaghil, president of Avondale Dealerships. “This reimagined showroom empowers all of us at Avondale to invite our guests into the Rolls-Royce brand of meticulous craftsmanship and unrivaled history through each and every personalized journey.”


About Avondale Dealerships: Avondale Dealerships is an innovative business led by a team with decades of success and experience in the automotive industry. Avondale is supported by members who have an incredible spirit for delivering an elevated client experience. This SPIRIT of Avondale runs deep and is channeled in multiple ways to care for the local community. Avondale Dealerships operates Mercedes-Benz of Grapevine, Porsche Grapevine, Sprinter Grapevine, Aston Martin Dallas, Bentley Dallas, Koenigsegg Dallas, McLaren Dallas, Maserati Dallas and Rolls-Royce Motor Cars Dallas. In addition, the company manages Avondale Collision & Repair, and Avondale Select, offering luxury daily rentals.

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